Pinterest is growing its market in Latin America. According to comScore Media Metrix, the image-based social platform grew its audience eightfold from 153,000 at the start of 2012 to 1.3 million in April.
Nearly 28 percent of Pinterest’s Latin American audience is in Brazil, said comScore, noting that visitors there spend 6.6 minutes on average on the site. And, while Pinterest users in Mexico and Argentina account for a smaller portion of Latin America’s users – around 16 percent and 10 percent respectively – users in those countries spend a lot more time on the site. In Argentina, users spend more than 15 minutes per visit, and in Mexico they spend around 12 minutes on average.
Users in Puerto Rico accounted for the most time spent of all Latin American countries measured – 24.3 minutes. However, the tropical island country represents just 1.8 percent of the Pinterest users in the region.
As is the case elsewhere, Pinterest users from Latin America skew female. According to comScore, around 57 percent of the site’s users are women. And they generate a lot of the site’s page views – more than 62 percent of them.
A larger portion of younger women are on Pinterest in Latin America, too. More than 28 percent of unique visitors are aged 15-24, and 33 percent are between 25 and 34. Women between 35 and 54 account for around 30 percent.
Still, Pinterest reached only around 1 percent of the audience in Latin America in April.
Facebook dominates among social media users in the region. In April, the social site drew around 114.5 million unique visitors – around 90 percent of unique users in comScore’s social networking audience category. Twitter attracted around 27.4 million and Orkut had 25.7 million.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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